Marta Maratchi: Case studies

Clarks 1999

The Brief

Founded in 1825 by Cyrus Clark, Clarks is now the Number 1 shoe retailer in the UK and the leading shoe brand worldwide. Clarks, with 7,000 retail staff in this country, first got in touch with Marta Maratchi in 1998. At that time, their image had become associated with shoes that were more comfortable than fashionable and they required a total revamp.

Clarks wanted to achieve a more contemporary look. They wanted their staff to have more credibility among the younger end of the market - if young people were happy to trust the opinion of Clarks staff, they would be more likely to make a purchase.

The Solution

First of all we changed their uniform from navy trousers & skirt, and white blouse & shirt, to a look that was more informal. We introduced jeans-style stretch trousers which we teamed up with a two-tone Polyester Cotton top. The uniform was easy to wear, looked much younger and more in touch yet was easily identifiable to customers. This had a huge impact. Sales increased significantly and Clarks’ image radically improved.

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